How to get noticed. PR and the press. 2014

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Presentation from Growing Games #4, June 30. 2014. Mikkel Messell from K2 Communication presenting tips and tricks on how to get noticed. AGENDA: PR activities Media Contact / Timing

PR
and
the
Press

Mikkel
Messell

Henrik
Groth

Kort
om
K2

•  Established
in
2005

•  Focus
on
PR

•  Primarily
games

•  www.K-‐2.dk

Agenda

•  PR
acCviCes

•  Media

•  Contact
/
Timing

PR
acCviCes

•  Solo
placement

•  Press
releases

•  Events

Soloplacement

•  Larger
stories
in
naConal
radio/TV/papers

•  Angles
/
stories

–  Trend
of
the
Cme

–  Danish
succes

–  Numbers,
ﬁgures,
data
(conﬁrms
a
trend)

–  Theme/set-‐up

–  Controversial

–  A
Star
–
or
no
Star
…

–  The
story/news
itself

•  How
to
sell
a
solo
story?

How
to
do
it
solo

•  Direct
targeted
pitch
–
mail
or
phone

•  The
story
-‐
Very
short
and
to
the
point

•  The
topic
in
a
larger
context

•  Feed
the
journalist

–  experts,
numbers,
data,
further
informaCon,
interview

opportuniCes,
etc.

•  IniCally
an
e-‐mail
-‐
can
be
followed
up
by
a
call

The
solo-‐story/pitch
can
be
sent
to
various

journalists
(especially
if
it
is
non-‐compeCng
media

like
fx
P3
and
Berlingske
Tidende).

The
Press
release

•  Distributed
as
breaking
news

•  Can
be
distributed
to
selected
journalists
before

anyone
else

•  Can
be
used
as
background
informaCon
in
a
solo

pitch

•  Gives
everyone
a
feeling
that
it
is
a
signiﬁcant

product
(internally
and
externally)

•  Remember
to
send
the
press
release
to
Ritzau

(and
other
news
agencies)
-‐
if
Ritzau
does
the

story
wide
coverage
is
almost
guaranteed.

Events
and
press
conferences

•  Stressing
that
it
is
a
signiﬁcant
product
(refer
to
the
press

conference
in
all
subsequent
communicaCons
with
the
press)

•  The
InvitaCon
to
the
press
conference
serves
as
a
press
release
that

can
create
its
own
stories
independently
of
the
press
conference

•  Good
photo
opportunity
(make
sure
that
it
is)

•  1-‐1
interviews

•  A^endance
and
stories
based
on
the
press
conference
requires
the

bigger
story.
Fx:
Sims
producer
besøger
Danmark,
FIFA
VM

Do
not
go
into
game
details
at
the
presentaCon
at
the
press

conference.
Remember
the
rules
for
interviews.
Feel
free
to
invite

some
of
the
target
audience
for
the
press
conference
-‐
giving

journalists
the
whole
package:
Both
the
people
behind
the

product,

the
target
group,
good
pictures
and
background
informaCon.

Media

Speciﬁc
media
-‐
speciﬁc
angles

•  Online
Media

images,
short
texts,
report
of
an
event,
press
releases

•  NaConal
papers

news
story,
solo
story,
good
angles

•  Gossip
magazines

pictures,
celebriCes

•  Magazines

good
pictures
(solo),
interviews,
preview

•  NaConwide
TV
/
Radio

•  Local
media

Local
angles

Contact

•  Personal
contact
should
be
directly
to
relevant

journalists
(not
to
red@red.dk)

•  Who
has
wri^en
on
the
subject
before?
Who

has
wri^en
on
related
topics?
Are
there
any

obvious
special
media?

•  Press
releases
can
be
sent
to
both
selected

journalists
and
red@red.dk

Timing

•  The
process

Should
/
can
we
ﬁnd
an
angle
during
the
process?
-‐
The

making
of!

•  At
launch

Some
media
should
be
informed
well
before
others
-‐

some
magazines
has
a
2
months
deadline.

•  Aeer
launch

The
PR
work
does
not
have
to
stop
aeer
launch.
Can

we
fx
come
up
with
some
follow-‐up
stories?
How

many
have
fx
bought
the
game?,
can
it
be
used
for

educaCon?,
is
the
game
a
big
turning
point
for
the

developer?
etc.

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How to get noticed. PR and the press. 2014

1. PR and the Press Mikkel Messell Henrik Groth

2. Kort om K2 •  Established in 2005 •  Focus on PR •  Primarily games •  www.K-‐2.dk

3. Agenda •  PR acCviCes •  Media •  Contact / Timing

4. PR acCviCes •  Solo placement •  Press releases •  Events

5. Soloplacement •  Larger stories in naConal radio/TV/papers •  Angles / stories –  Trend of the Cme –  Danish succes –  Numbers, ﬁgures, data (conﬁrms a trend) –  Theme/set-‐up –  Controversial –  A Star – or no Star … –  The story/news itself •  How to sell a solo story?

6. How to do it solo •  Direct targeted pitch – mail or phone •  The story -‐ Very short and to the point •  The topic in a larger context •  Feed the journalist –  experts, numbers, data, further informaCon, interview opportuniCes, etc. •  IniCally an e-‐mail -‐ can be followed up by a call The solo-‐story/pitch can be sent to various journalists (especially if it is non-‐compeCng media like fx P3 and Berlingske Tidende).

7. The Press release •  Distributed as breaking news •  Can be distributed to selected journalists before anyone else •  Can be used as background informaCon in a solo pitch •  Gives everyone a feeling that it is a signiﬁcant product (internally and externally) •  Remember to send the press release to Ritzau (and other news agencies) -‐ if Ritzau does the story wide coverage is almost guaranteed.

8. Events and press conferences •  Stressing that it is a signiﬁcant product (refer to the press conference in all subsequent communicaCons with the press) •  The InvitaCon to the press conference serves as a press release that can create its own stories independently of the press conference •  Good photo opportunity (make sure that it is) •  1-‐1 interviews •  A^endance and stories based on the press conference requires the bigger story. Fx: Sims producer besøger Danmark, FIFA VM Do not go into game details at the presentaCon at the press conference. Remember the rules for interviews. Feel free to invite some of the target audience for the press conference -‐ giving journalists the whole package: Both the people behind the product, the target group, good pictures and background informaCon.

9. Media Speciﬁc media -‐ speciﬁc angles •  Online Media images, short texts, report of an event, press releases •  NaConal papers news story, solo story, good angles •  Gossip magazines pictures, celebriCes •  Magazines good pictures (solo), interviews, preview •  NaConwide TV / Radio •  Local media Local angles

10. Contact •  Personal contact should be directly to relevant journalists (not to red@red.dk) •  Who has wri^en on the subject before? Who has wri^en on related topics? Are there any obvious special media? •  Press releases can be sent to both selected journalists and red@red.dk

11. Timing •  The process Should / can we ﬁnd an angle during the process? -‐ The making of! •  At launch Some media should be informed well before others -‐ some magazines has a 2 months deadline. •  Aeer launch The PR work does not have to stop aeer launch. Can we fx come up with some follow-‐up stories? How many have fx bought the game?, can it be used for educaCon?, is the game a big turning point for the developer? etc.

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